Press conference brand down the tube!

February 24th, 2010 by HRB Advertising Agency Categories: Public Relations Tags: henry russell bruce, hrb, pr, press conference, Public Relations, shelby kraus

Unfortunately, it is us communications and public relations professionals (and CEOs) who need to take the blame for blackening the brand of the press conference. During the 80’s and 90’s we over indulged in the press conference to a point, now, where they come across trivial – unless there is a crisis.

So, when is the right time for your company to have one? In my experience, it is when the story is going to make the news no matter what and you need to control the message.

In this instance, Tiger Woods’ advisers did a good job (although it was very non-traditional in nature) of consulting him. Toyota would be a bad example; only because it waited. Press conferences and commercials after three weeks in the media is too late to save your reputation. By now, the media has held court and we, the jury, have already decided on our verdict.

Whether live or video, press conferences have become rather unimportant most of the time. Gone are the days when anyone cared about your company launching a brand, an anniversary, or a change in leadership (unless your Chrysler or some other major corporation).

Use due diligence when considering a press conference and if you deem it appropriate, please make it meaningful. Here are some tips:

• Consider the time of day – make it convenient for the media.
• What else might be happening that day to divert the media’s attention? Schedule accordingly.
• Provide beverages and food.
• Invite appropriate attendees, don’t leave it to happenstance.
• Rehearse with the speakers the key messages they need to convey.
• If appropriate, demonstrations are wonderful – we are a visual society.
• Tape it for other uses and viewings.
• Provide all subject matter on CD or DVD to the journalists.
• Follow up with media and invitees not in attendance.

We are a media overloaded society and journalists are spread thin. So, unless there is an announcement with huge affects or a crisis, consider stepping away from the press conference and return its good name with the media.

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